McCain Sweet Potato Superfries

McCain Superfries is the biggest player in the Canadian frozen potato category. In an effort to enhance its position, and to reflect a rising desire among shoppers for healthy, convenient food, it created two brand extensions, in the form of Plank Cut and Crinkle Cut Superfries.

McCain Sweet Potato Superfries

Agency: TAXI Canada Inc


Business Results Period (Consecutive Months): January 2009 – June 2010

Start of Advertising/Communication Effort: March 30, 2009

Base Period for Comparison: n/a – this is a launch

Geographic Area Covered: Canada

Annual Budget Range: $1 – 2 million

Synopsis of the Case

McCain Superfries is the largest brand in the Canadian frozen potato category. In the quest to bring news to the category and answer consumer’s desire for healthier and, at the same time, convenient options, McCain developed two line extensions to...

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